LE BOOK Meets Nik Kleverov
Written By Darragh Dandurand for LE BOOK
On behalf of LE BOOK, Darragh Dandurand interviewed award-winning creative director Nik Kleverov, founder of Native Foreign.
As a multidisciplinary talent, Kleverov has worked with brands such as UFC, Netflix, IMAX and Showtime on filmic projects. By experimenting with new formats, from AI to animation, he has pushed boundaries with tools and tech that are ripe to be defined.
Read on for Darragh Dandurand’s interview with Nik Kleverov and his vision of the creative forces of AI:
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DD: How did you find yourself drawn to working with AI as a creative medium?
NK: My introduction to AI, particularly in the realm of creative technology, was a profound experience. I recall being introduced to OpenAI's DALL-E and the possibilities it opened up were mind-blowing. We created 'Critterz', the first AI-powered animated film using DALL-E, marking a significant step into this field. We focused on world-building and storytelling, using AI not just as a tool, but as a creative partner to craft something truly unique.
DD: What's your overall stance on AI? Good for the ad industry? Bad for creatives?
NK: AI, in my view, is a transformative tool in the creative industry. It provides unprecedented speed and diversity in ideation, allowing creatives to visualize and iterate their ideas rapidly. This doesn't diminish the role of human creativity, but instead, it enhances it by removing some of the traditional constraints of time and budget. With AI, we're not just experimenting with technology, but bringing creative visions to life in ways previously unimaginable. Of course we have to be good stewards of the technology and not let it replace human innovation.
DD: How does using AI fit into your creative practice currently?
NK: In my current practice, it's not just a tool for efficiency, but a source of inspiration and exploration. In projects like 'Critterz', AI was used for everything from character design to environment creation, blended with traditional filmmaking techniques like writing, direction, animation, and more. This approach has opened new avenues in storytelling, allowing us to explore and create at a pace and scale that was once out of reach.
DD: In your opinion, where are AI and Advertising intersecting?
NK: AI is revolutionizing advertising by offering new ways to create and conceptualize. Sure, AI's capacity to quickly generate visual ideas and concepts is changing how we approach advertising content, making it more dynamic and responsive...but there are tons of other ways to use it as well. One notable one is the Brand Advisor GPT I built. It’s an in-depth focus tester for brands, offering insights on campaign ideas.
DD: Where do you think they're headed together?
NK: The future of AI in advertising looks incredibly promising. We're just scratching the surface of its potential to revolutionize content creation. AI's ability to analyze data, understand trends, and generate creative content will lead to more personalized and effective advertising. It's not just about automation, but the creation of new forms of storytelling that resonate more deeply with audiences.